Abstract. The current study regarding the rapidly developing sharing economy
businesses based on ICT explored how motivation for the sharing economy and
perceived security affect both attitude and loyalty toward one of the sharing
economy businesses, Airbnb. The results from the structural equation modeling
analysis showed that enjoyment and reputation had a positive effect on attitude
toward Airbnb, whereas other motivation aspects such as sustainability and
economic benefits seemed not to have any significant effect. In addition, mobile
users’ security perceptions of Airbnb, which were found to be significantly influenced
by governmental regulations and Airbnb’s security policy, were likely
to positively contribute to the attitudes toward Airbnb. Finally, the paper
stressed the growing importance of consumers’ security perceptions for building
a successful business based on the sharing economy while at the same time
articulating the drivers that motivate enjoyment and reputation.